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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
172 Services Marketing
formalize ideas and marketing programmes to execute the determined revised
segmentation strategy.  ese three stages form a loop, as the formulation of
marketing strategies, segment targeting and marketing mix programmes is a
never-ending cycle of revisions.
6
BASES FOR MARKET SEGMENTATION
e basic principle of market segmentation is that markets are not homoge-
neous and that it makes commercial sense to di erentiate marketing o erings
for di erent customer groups.
7
Customer needs are becoming increasingly
diverse.  ese needs can no longer be satis ed by a mass marketing approach.
Businesses can cope with this diversity by grouping customers with similar
requirements and buying behaviour into segments. Choices a
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Publisher Resources

ISBN: 9781306254410